Instinct Isn't Enough: Great Design Demands Data

  • 2016-02-09
  • Fast Company Design

Executives live by the idea that data will help them understand, and predict, and plan. Data will help them see how decisions map to outcomes, and how outcomes can be influenced by this change or that.

For designers, data may seem like a non-issue. They’re for someone else to worry about. Our jobs are to care about people and design and to stand on a tightrope between the two. The executives are right.

Numbers demonstrate truth. They give us evidence to form arguments. They help us spot the giant gap between what we think we’ve put on to those screens and what we’ve actually put on those screens. They help us know whether or not our intention is translating into results.